An undercover policewoman, Nina Hobson, collected four months worth of footage exposing the Great Britain police force. The footage was extremely compromising and showed countless violations of proper police conduct and even human decency.
Hobson took a five-year-career break from the force and then rejoined 6 months prior to revealing her footage. She had been a policewoman for 11 years before taking a break.
Included in their indiscretions was blatant disregard to police calls in order to not be bothered, sexism in the workplace and out in the field, and basically fooling around instead of patrolling. Every rank of police officer, including the sergeant showed forms of improper conduct.
Examples of their indiscretions are:
Going on personal visits while supposedly patrolling
Showing pornographic video to other officers from their phones
Displays of soft-core pornography in the station
Not allowing women to perform certain duties due to gender
A senior officer not taking allegations of rape seriously because the victim is a prostitute
“ Take it with a pinch of salt.”
Recording personal errands and going out to lunch as official police business
“ Endemic sexism”
Waiting around the station for calls instead of patrolling
Playing hide-and-go-seek with patrol cars while on duty
Motivational: Change the opinions held by the general public and reinforced by the expose in regard to the London Police force
Present the London Police force as a valid means of protection for the citizens under their jurisdiction
The citizens of London whom the police force is supposedly protecting and serving.
More specifically we are targeting the portion of the population that has lost respect or completely mistrusts the police force
Reactive Crisis Management
Use honesty and acceptance of culpability in regards to allegations made by exposing video
Express deep concern and regret for the state of affairs
Present viable plan for assuming responsibility and taking measures to change
Because there is a concrete video out in the public that is extremely harmful to the image of the London Police force, PR must go into Crisis Management mode
Honesty, expressing extreme regret, and promising a proactive change are the only viable tactics in this situation
Making the London Police force completely accessible to questioning is another way to show that in turning a new leaf, secrecy will not be allowed
Promising to have stricter watch on activities
Making sure that policemen are actively patrolling the streets while on duty, possibly using computerized GPS systems
Immediately after the video was released a spokesperson for the London Police force should be assigned to address the press in a controlled setting such as a press conference
Continued efforts to address all public concerns for indefinite amount of time
Repeated surveillance and exposure of improvement of services
About 30,000 GBP
Not sure of exact numbers but it would have to include monetary funds for venues to present campaign including:
Television spots, such as the news
Surveys sent out to homes evaluating attitudes
Surveys within police station to evaluate services
Surveys sent out to measure attitudes of citizens
Evaluation of services provided by police through rating scales/questionnaires given to people at the police station
Compare the number of calls to the police immediately after the video was released and then after the PR campaign (directly after, a week after, a month after, 3 months after)
Calls would be categorized into:
Police related business
Source Credibility: As a representative for the police force, a policy of complete honesty would have to be reiterated and the representative must be open to any and all questioning. This will give trust appeal.
Cognitive Dissonance: Present positive facts about police force that can contradict beliefs that all policemen are bad.
The Flow of Opinion: Repetition and widespread output of the message would be necessary to reach everyone.
Suggestions for Action: Immediately after make a statement, let some time go by (a week) then reassess goals and work from there, continually reevaluate what measures should/must be taken